Research major Synovate — a sister concern of Carat and a market research wing of global communications specialist Aegis Group, anticipates a growth of around 25 per cent this fiscal, R Kumar, Director, Quantitative Research, Synovate, informed exchange4media.com today. The organisation is planning to expand its Indian operations and this will entail centralisation of all its work right from data processing to client servicing. Besides this local media clients in the country will also be the key focus.
Giving details about Pan Asia Pacific Cross Media Survey (PAX), Clare Lui, Project Director, said so far they had been successfully tracking media in Asia. The data provided by their research is a comprehensive source of information for media buyers, planners and major media houses. “It gives an accurate picture about the viewership and readership. So far the PAX reports were being regionally bought by major media houses like CNN, CNBC, STAR etc. But now plans of roping in local buyers from Indian media like NDTV are on the cards. TV, print and internet will be the key focus areas as far as India is concerned,” Lui revealed.
Explaining the nature of the survey, she said the search that was being carried in the country involved a sample size of 2100. “This sample has a booster sample of 600 and a random sample of 1500. There will be a substantial increase in this sample size for India this year,” Lui added.
Referring to the success in Indian operations, Kumar said Synovate operations had began in February 2004 when it took over the US-based research major Black Stones Market Facts’ operations in the country. Since then, besides media FMCG and consumer durables, clients have also been catered by them. Players like Dabur, Nestle, Samsung, General Motors figure in this list. A good business from these two categories is anticipated in near future, he said.